If you’re looking for some insight into the youth market for your brand or business, this 3 part report is a pretty good starting point from the guys over at What Youth Think. Above is the first of 3 reports (the remainder you can read below by clicking here, where they detail out the key trends in the youth of today from side-loading (getting content without paying) right through to plug-n-play payments and category passionistas! (via Viralblog)

Reading the slides I often felt the slides applies to much larger groups than just youth. Maybe you can call youth the early adopters but I am sure consumers outside this group would is already acting in many of the same ways.

The concept described as “stuff we sell doesn’t matter anymore, it’s what that stuff can do for the consumer (social currency)” is hardly new. Powerful engines and ridiculous speed is not exactly the reason why people buy Aston Martin’s and Ferraris – it’s the status they offer. It has been that way for as long as I remember. Obviously, the items of social currency are changing, but that, again, is nothing new at all.

“Logos, websites and PR” don’t matter anymore? So why are students still buying Nike? It’s not because of Nike+ and, in many cases, not even because of NikeID. It’s about subconscious association with urban culture/style and not necessarily the result of the latter two services/branding tools.

As a recent UK graduate, I also have doubts on the desire of students, who are quite apathetic, to participate in brand development. True, a loyal circle of customers can be created this way, but how big is that circle? In my opinion, sponsorship deals are still the most influential tools in creating associations and therefore following, at least in the UK.